M&S leading ladies ad: Here come the role models

Experts are always saying that women need more 'role models' if they are to be
successful in business. Well, M&S have delivered just that in their
Leading Ladies campaign – 12 of them, says Louisa Peacock.

The M&S Leading Ladies ad - many of the 'chosen' women model the retailer's latest range of coats

I wouldn't say I'm a massive fan of M&S clothes, but I can't help but be a little bit impressed by the ad. And I'm not talking about the (excellent) photography or range of women featured. I'm talking about the fact that the women have all been chosen to feature because of their talents and achievements in this world; not because of how they look.

This is significant; particularly against the backdrop of campaigners calling for the likes of Tesco toban sales of lads' mags from their shelves. Last month, they successfully campaigned for Co-op to cover up lads' mags in modesty bags. The campaigners believe these magazines 'objectify' women. The No More Page 3 campaign is also still going, despite the UK edition of The Sun apparently deciding to keep its Page 3 while its Irish counterpart has ditched it.

Whether you like it or not, there's a growing unease and spotlight shone on women being displayed as sexual objects in our readily-available media. That's why it's important that the latest 'big ad' coming out from M&S does not objectify women. Instead it shows some amazing women, from all walks of life, sitting together, in confident poses, looking stylish and saying to the world: 'look at us, this is how you do it'.

OK, you could argue that you'd hardly expect a family-friendly retailer like M&S to objectify women in the first place. But even its 'real women' underwear ads last year werecriticised for having "no wobbly bits": ie not representing real women. The latest campaign shows real women who have made it in this world, many of them of their own doing, thanks to themselves.

Take Nicola Adams, the lovely and incredibly talented British boxing championwho came from humble beginnings, watching boxing reruns with her father when she was young, to eventually go on and win Britain's first female Gold in the Olympics last year. Or Tracey Emin, the bad girl of British art who made a splash and is now accepted as a proper artist. Her work hangs in Downing Street's public living room, among other places. Laura Mvula, the Brit-nominated singer used to be a receptionist.

Most of the women featured have strived to be where they are today, they've worked incredibly hard to get there. Well-meaning government advisers trying to work out how to get more women into work, into successful businesses, and to contribute to the economy, constantly talk about the fact 'we need more female role models'.

Well here they are, all 12 of them. Well done M&S. I think it's a pretty good move.